The world is constantly changing. Companies are forced to be innovative in order to keep up with this continuous evolution and to satisfy customers. AVL List GmbH recognized their customer’s needs and developed a radical innovation. The core business of the company, which operates within the B2B automotive industry, are engine test beds. In order to support the sales of those test beds, AVL invented AVL VR Technology™. It is a radical innovation which allows former 2D plans of a product to be shown in a virtual world. However, the technology as well as the related process is new to this market. Thus, the company does not know how much the customers are willing to pay for the added value of virtual reality. From AVL’s point of view, the project should at least finance itself. Therefore, the aim of the master thesis is the assessment of the customers’ willingness to pay for AVL VR Technology™. This process involves several steps including the measurement of preferences. The result is a customer value map. It depicts the offers of the three main competitors, as well as AVL’s own offer with and without AVL VR Technology™. By means of this map it is possible to identify how much more the customers are willing to pay for the added value of virtual reality. The results of the customer survey indicate a relative quality difference of around 10 percent to the benefit of AVL VR Technology™. Thus, customers perceive a better quality due to the added value of virtual reality. This has an impact on the pricing as well. By means of customer value map it is clearly recognizable that the customers’ willingness to pay for the offer with AVL VR Technology™ increases around 30 percent compared to AVL’s basic offer. Based on those results, three possible price options are determined and discussed. Due to the recommended price structure the company goals can be achieved, and are compliant with the price framework. Furthermore, it is suggested to monitor the three stated KPIs in order to observe the success of AVL VR Technology™ closely.